Put that on a t-shirt!

Preach

100% Playing hard to get, may work with B2C, but will definitely kill your B2B business.

B2B Marketing is still behind in education and awareness amongst business leaders. Leaders in B2B orgs imagine traditional or B2C activities when they think of marketing, then set targets accordingly. There is still work to be done on B2B marketing education vs B2C.

Adding to this POV, data availability is also a major concern. Marketers over rely on basic information to personalize, and when everyone uses the same data sets without expanding on it, almost all communications start looking the same.